New Product and Services Development

Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration at INSEAD. He joined INSEAD in 1994 from the Wharton School of the University of Pennsylvania where he was Professor of Marketing. His most recent research concerns strategies for entering a market and for defending a brand′s position, as well as international marketing strategy. Professor Gatignon′s publications have appeared in Communications Research, International Journal of Research in Marketing, Journal of Business Research, Journal of Consumer Research, Journal of International Business Studies, Economics and Organization, Journal of Marketing, Management Science and many others. He is the author of Statistical Analysis of Management Data and he is also a co-author of MARKSTRAT3: The Strategic Marketing Simulation, ADSTRAT: An Advertising Decision Support System and COMPTRACK: A Competitive Tracking Software. He co-edited The INSEADWharton Alliance on Globalizing: Strategies for Building Successful Global Businesses. Professor Gatignon is an Associate Editor of the Journal of Marketing Research and he serves on the editorial boards of International Journal of Research in Marketing, Journal of Business-to-Business Marketing, Journal of Marketing, Journal of the Academy of Marketing Science, Marketing Letters, Marketing Science and Recherche et Applications en Marketing.

VOLUME ONE: INNOVATING NEW PRODUCTS AND SERVICES: THE DIMENSIONS OF INNOVATIONS
Part 1: Technological Dimensions
Innovation: Mapping the winds of creative destruction - J. William Abernathy and Kim B. Clark
Explaining the Attacker′s Advantage: Technological paradigms, organizational dynamics, and the value network - M. Clayton Christensen and Richard S. Rosenbloom
On the Definition and Measurement of Technological Discontinuities - Ellinor Ehrnberg
A Structural Approach to Assessing Innovation: Construct development of innovation locus, type, and characteristics - Hubert Gatignon, Michael L. Tushman, Wendy Smith and Philip Anderson
Degrees of Product Innovation - Donald F. Heany
Underinvestment and Incompetence as Responses to Radical Innovation: Evidence from the photolithographic alignment equipment industry - Rebecca Henderson
Architectural Innovation: The reconfiguration of existing product technologies and the failure of established firms - Rebecca M. Henderson and Kim B. Clark
Toward a General Modular Systems Theory and its Application to Interfirm Product Modularity - Melissa A. Schilling
Unraveling the Process of Creative Destruction: Complementary assets and incumbent survival in the typesetter industry - Mary Tripsas
Dominant Designs, Technology Cycles, and Organizational Outcomes - Michael L Tushman and Johann P. Murmann
Technological Discontinuities and Organizational Environments - Michael Tushman and Philip Anderson
Part 2: Market-Based Dimensions
Attributes of Innovations as Factors in Diffusion - Frederick C. Fliegel and Joseph E. Kivlin
Innovativeness, Novelty Seeking, and Consumer Creativity - Elizabeth C. Hirschman
Purchase Intentions and the Dimensions of Innovation: An exploratory model - Susan L. Holak and Donald R. Lehmann
Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems - Duncan G. Labay and Thomas C. Kinnear
Perceived Innovation Attributes as Predictors of Innovativeness - Lyman E. Ostlund
New Product Adoption and Diffusion - Everett M. Rogers
VOLUME TWO: ORIENTING THE FIRM FOR PROMOTING INNOVATIONS: ESTABLISHING A CULTURE OF INNOVATIONS
Part 1: Strategic and Market Orientation
Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A quadrad analysis - Rohit Deshpandé, John U. Farley, and Frederick E. J. Webster
Strategic Orientation of the Firm and New Product Performance - Hubert Gatignon and Jean-Marc Xuereb
Creating a Market Orientation: A longitudinal, multifirm, grounded analysis of cultural transformation - Gary F. Gebhardt, Gregory S. Carpenter and John F. Sherry
Market Orientation: Antecedents and consequences - Bernard J. Jaworski and Ajay K. Kohli
MARKOR: A measure of market orientation - Ajay K. Kohli, Bernard J. Jaworski, and Ajith Kumar
The Effect of a Market Orientation on Business Profitability - John C. Narver and Stanley F. Slater
Does Competitive Environment Moderate the Market Orientation-Performance Relationship? - Stanley F. Slater and John C. Narver
Part 2: Role of Management
The Influence of Top Management Team Functional Diversity on Strategic Orientations: The moderating role of environmental turbulence and Inter functional coordination - Seigyoung Auh and Bulent Menguc
Conflict, Leadership, and Market Orientation - Bulent Menguc and Seigyoung Auh
Understanding the Marketing Department′s Influence within the Firm - Peter C. Verhoef and Peter S. H. Leeflang
Managing the Future: CEO attention and innovation outcomes - Manijt S. Yadav, Jaideep C. Prabhu, and Rajesh K. Chandy
Part 3: Managing Capabilities
Absorptive Capacity: A new perspective on learning and innovation - Wesley M. Cohen and Daniel A. Levinthal
Success in High-Technology Markets: Is marketing capability critical? - Shantanu Dutta, Om Narasimhan, and Surendra Rajiv
Organizational Market Information Processes: Cultural antecedents and new product outcomes - Christine Moorman
The Contingency Value of Complementary Capabilities in Product Development - Christine Moorman and Rebecca J. Slotegraaf
VOLUME THREE: ORGANIZING TO INNOVATE: ADAPTING THE FIRM TO INNOVATE
Part 1: Fostering Creativity in the Firm
Past Success and Creativity Over Time: A study of inventors in the hard disk drive industry - Pino G. Audia and Jack A. Goncalo
The Use of Visual Mental Imagery in New Product Design - Darren W. Dahl, Amitava Chattopadhyay and Gerald J. Gorn
The Influence and Value of Analogical Thinking during New Product Ideation - Darren W. Dahl and Page Moreau
Toward Identifying the Inventive Templates of New Products: A channelled ideation approach - Jacob Goldenberg, David Mazursky and Sorin Solomon
The Impact of Organizational Memory on New Product Performance and Creativity - Christine Moorman and Anne S. Miner
Part 2: Getting the Customer Involved
The Voice of the Customer - Abbie Griffin and John R. Hauser
Performance Assessment of the Lead User Idea-Generation Process for New Product Development - Gary L. Lilien, Pamela D. Morrison, Kathleen Searls, Mary Sonnack and Eric Von Hippel
Customers as Innovators: A New Way to Create Value - Stefan Thomke and Eric von Hippel
Lead Users: A source of novel product concepts - Eric von Hippel
Part 3: New Product Teams
The Comparative Advantage of X-Teams - Deborah Ancona, Henrik Bresman and Katrin Kaeufer
Patterns of Communication among Marketing, Engineering and Manufacturing: A comparison between two new product teams - Abbie Griffin and John R. Hauser
Cross-Functional Project Groups in Research and New Product Development: Diversity, communications, job stress, and outcomes - Robert T. Keller
The Effects of R&D Team Co-Location on Communication Patterns Among R&D, Marketing, and Manufacturing - Den B. Van and Rudy K. Moenaert
Interfunctional Conflict, Conflict Resolution Styles, and New Product Success: A four-culture comparison - Jinhong Xie, X. M. Song, and Anne Stringfellow
Part 4: When to Forge Alliances?
Asymmetric New Product Development Alliances: Win-win or win-lose partnerships? - Kartik Kalaignanam, Venkatesh Shankar and Rajan Varadarajan
Organizational Trust and Interfirm Cooperation: An examination of horizontal versus vertical alliances - Aric Rindfleisch
Technology Development Mode: A transaction cost conceptualization - Thomas S. Robertson and Hubert Gatignon
VOLUME FOUR: LAUNCHING NEW PRODUCTS AND SERVICES: MARKETING INNOVATIONS EFFECTIVELY
Part 1: Branding and Brand Extension
Consumer Evaluations of Brand Extensions - David A. Aaker and Kevin L. Keller
The Effects of Sequential Introduction of Brand Extensions - Kevin L. Keller and David A. Aaker
Stock Market Reactions to Brand Extension Announcements: The effects of brand attitude - Vicki Lane and Robert Jacobson
Part 2: Looking Ahead to New Product Acceptance and Diffusion
Sociometric Location and Innovativeness: Reformulation and extension of the diffusion model - Marshall H. Becker
Social Contagion and Innovation: Cohesion versus structural equivalence - Ronald S. Burt
An Empirical Comparison of New Product Trial Forecasting Models - Bruce G. S. Hardie, Peter S. Fader, and Michael Wisniewski
A Meta-Analysis of Applications of Diffusion Models - Fareena Sultan, John U. Farley and Donald R. Lehmann
Medical Innovation Revisited: Social contagion versus marketing effort - Van den Bulte and Gary L. Lilien
Part 3: Anticipating Competitors′ Reactions
Competitive Reactions to Market Entry: Explaining Interfirm Differences - Hubert Gatignon, Erin Anderson and Kristiaan Helsen
Retaliatory Behavior to New Product Entry - Sabine Kuester, Christian Homburg and Thomas S. Robertson
Proactive and Reactive Product Line Strategies: Asymmetries between market leaders and followers - Venkatesh Shankar
Part 4: Marketing Pre-Launch: Announcing the Innovation
New Production Preannouncing Behavior: A market signaling study - Jehoshua Eliashberg and Thomas S. Robertson
Modeling the Impact of Product Preannouncements in the Context of Indirect Network Externalities - Emmanuelle Nagard-Assayag and Delphine Manceau
New Product Preannouncements and Shareholder Value: Don′t make promises you can′t keep - Alina Sorescu, Venkatesh Shankar and Tarun Kushwaha